Today, I attended the MIMA Summit in Minneapolis.
This year’s theme was “Rise of the Machines”. The general theme for the day was the intersection between marketing and technology. From connected devices, to marketing automation to data informed execution.
I don’t think I took a single note during the keynotes from Jaron Lanier, Dean Kamen and Amy Webb. I threw a few tweets out, but really was just trying to keep up with minds far more active than mine.
Don't address the fear of smart machines. Address stupid people. #mimasummit
— Carl Bliss (@ckbliss) October 15, 2014
"If you believe in machines too much, you make the machines worse." –@RealJaronLanier #mimasummit
— Greg Swan (@gregswan) October 15, 2014
"Unless we get these devices to the people who need them, they are just science fair projects" – Dean Kamen #mimasummit
— Carl Bliss (@ckbliss) October 15, 2014
I'm sitting next to General Mills. Dean Kamen challenged them to put a scientist on a Wheaties Box. #mimasummit
— Carl Bliss (@ckbliss) October 15, 2014
Don’t use data to just define audience. ASK: How can we use data to listen and react to our audience better? #mimasummit
— Amy Webb 🤷🏻♀️ (@amywebb) October 15, 2014
"All the bits online come from people. Smart machines are only a threat to us if we believe in them." –@RealJaronLanier #mimasummit
— Greg Swan (@gregswan) October 15, 2014
Digging into the breakout sessions:
Regarding Big Data and marketing:
- I’ve been using the term Big Data wrong – Big Data isn’t a really large database, or using your existing CRM data smartly… that’s just lots of Data. Big Data is any dataset that couldn’t be included on a single Spreadsheet, or managed on a single computer – Prof. Jason Baldridge and Ken Cho
- 90% of the data in the world has been created in the last 2 years. 90% of that was from social.
- I really need to read up on algorithms… or take a class
Regarding technology adoption:
Garrick van Buren reminded me that you CAN be an “expert in digital products”, yet prevent them from controlling your life.
He provided a few simple questions to help assess technology adoption. These are good for personal or corporate decision making:
- Does it save me labor?
- Does it bring me closer to those who are important to me?
- Can I control it?
- Can this be the last time I make this decision?
- Is maintenance and waste inconsequential?
- Are skills and abilities reusable and transferable?
Does my technology save labor? Or just give me more places to work? #mimasummit
— Carl Bliss (@ckbliss) October 15, 2014
Regarding content strategy:
Lisa Maria Martin keyed on on content process. She pointed out that we’re always interested in the processes of other creative minds and organizations, because we want to be able to replicate that creative process and outcome. However, process is never clean.
Lisa suggest we start by mapping out our reality. Audit our process:
- What roles are involved?
- What tasks are our individuals doing?
- Who specifically is filling those roles?
- What tools are we using?
Once you’ve audited your content process, write it… or draw it… or document it in someway with your team.
Start with what you’re actually doing, and adjust it from that point.
Our content workflow will add value to our content strategy.